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Happy New Year Microsoft adCenter Advertisers!
2009 was quite a year for Microsoft Content Ads. With a number of new feature releases, and the product's emergence from BETA, it's easy to get overwhelmed and not know where to start to take full advantage of the today's content ads advertising opportunity.
In this 2-part blog post I want to give you a few quick tips to follow to not only create a successful content campaign on the adCenter platform, but to fully leverage all the new content advertising tools and features along the way.
Site Targeting:
In 2009, we enabled Website Placements or "Site Targeting" as an option for advertisers looking to forgo the use of keywords completely and to simply bid on individual or groups of sites on our Publisher Network. This places you in the auction for all inventory on that particular site, or group of sites at the bid you select. No more attempting to reach those sites' audiences through keywords, you can now simply bid on the sites as a whole.
Important Note: Although site targeted ad groups are available in adCenter, not all publishers are currently participating in this feature. Some sites on the Microsoft Publisher Network may not be available for Site Targeting. The adCenter team is actively working to grow the list of participating publishers on our network.
To set up a site targeted ad group in your campaign, see the instructions and screen shot in Kelly Thomas's post, New Year, New Opportunity with Content Ads Site Targeting: MSNBC (US Only).
Keyword-Bidded Ad Groups:
Of course, if you prefer to build out your content campaigns the traditional way, using relevant keywords that are active on our content network, you can absolutely do so. I would encourage you to review some of the keyword selection tips I wrote in my previous Content Ads blog post as well as leveraging the Microsoft Advertising Intelligence add-in for Excel to do your own KW research.
By leveraging either of these options, you can get started quickly and effectively on the Microsoft Content Network. Shortly after launching your new content ads campaigns, be prepared to revisit their performance and make some changes. The more relevant the experience feels to our end users, the better your ads are likely to perform. Next time we'll talk about how to leverage the data collected from running Content Ads campaigns to further fine-tune the performance and customize your campaign's own unique distribution across the network.
Visit the following links for more information on content ads:
Increase Your Content Ad Intelligence (US)
Microsoft Content Ads: 5 New Best Practices (US Only)
Website Exclusion and Site Performance Reporting Now Available for Content Ads (U.S. only)
Microsoft Content Ads FAQ
Boost your adCenter traffic with Microsoft Content Ads
Top 5 Best Practices for Microsoft Content Ads
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Hi
When will Microsoft PubCenter beta be opened to international market. It seems to be just confined to US publishers. Please advise.
thx
Alan Lim
Hey Alan,
Thanks for the interest, we’re hearing similar excitement. While we don’t have a timeline we can share, we are working hard to expand our pubCenter availability.